The AFL mark the launch of the 2016 Toyota AFL Premiership season with the latest creative work under the ‘You Make The Game’ platform.
The work celebrates the role that the fans and supporters have had in building our great game of AFL over the years, and that fueling all the on field action is a passionate supporter base.
The campaign features crowds of supporters over the years, stitched together to create a continual story, celebrating some of the greatest moments of the game. The soundscape features a similar technique with some of the best known voices in the AFL, the commentators, coming together to call the action.
Julian Dunne, head of marketing & insights said, “The atmosphere at footy games makes the live experience truly unique, both our new and traditional fans tell us this consistently.
“We have some of the most loyal and passionate fans in the world and we wanted to ensure our season launch campaign reflected the role that our supporters play in the game. The objective of the campaign was to communicate this to our fans and really build anticipation for the start of the season.”
Jim Ingram, executive creative director of Cummins&Partners added, “The AFL challenged us to create something epic and original, and we’d like to think we’ve done that. Further, we’ve tried to balance capturing the energy and excitement of the game, without relying on footage of players taking species, and kicking bananas”.
The campaign comes to life across multiple assets developed by Cummins&Partners and AFL Media. The AFL football season kicks off on March 24 when Richmond take on Carlton at the MCG.
Darren Birch – General Manager – Commercial Operations
Julian Dunne, Head of Marketing & Insights
Jemma Wong, Marketing Manager – Brand
Jim Ingram and Ben Couzens, Executive Creative Directors
Trent Hendrick, Senior Art Director
Tom Vizard, Copywriter
Heath Collins, Arti Director
Liam Jenkins, Copywriter
Rod Mooseek, Group Account Director
Ollie Ward, Senior Integration Director
Shane Mitropoulos, Integration Manager
Jess Thompson, Head of Broadcast
Naomi Nienaber, Senior Producer
Adam Ferrier, Chief Strategy Officer
Finch, Production Company:
Patrick Hughes, Director
Kate Merrin, Producer
Corey Essey, Managing Director, Executive Producer
Ari Wegner, DOP
Don Mayes – Senior Audio Producer, AFL Media
Mark Farrow – Sound Designer, AFL Media
Michael Houlahan – Offline Editor
Finch Post & Blockhead, Post Production
Dmitri Golovko, Original Music Composition